Chipotle's new CEO helped turn around Taco Bell

Taco Bell CEO Brian Niccol speaks during an interview at The Associated Press in 2015. Niccol was named Tuesday as the next CEO of Denver-based Chipotle Mexican Grill after five years with Taco Bell

Chipotle Mexican Grill Inc. on Tuesday named Taco Bell Chief Executive Brian Niccol as its next CEO, tapping a fast-food veteran to try to revive the struggling burrito chain.

Mr Ells said the board is confident that he will "make the bold moves needed to improve operations and take the company to the next level, all while remaining true to our objective and the values that are essential to our customers".

Niccol has headed Taco Bell - the Mexican-fast-food brand of Louisville, Kentucky-based Yum!

"At Chipotle's core is delicious food, which I will look to pair up with consistently great customer experiences", Niccol said in a press release.

The CEO of Taco Bell is moving to a rival restaurant chain.

"I will also focus on dialing up Chipotle's cultural relevance through innovation in menu and digital communications", he said. Brands Inc (NYSE:YUM) company.

"No doubt, the company hopes to win back some of the millennial customers Chipotle lost to Taco Bell".

Mr. Niccol began his career at Procter & Gamble, serving in various brand management positions over the course of a decade.

Still, Chipotle can not simply repeat the Taco Bell formula with better ingredients. He helped to reposition the business as a lifestyle brand and launched the chain's breakfast offerings. "In addition, Niccol will bring his experience with digital innovation, having introduced mobile ordering and payment across Taco Bell's 7,000 locations in the USA", writes Sarah Whitten for CNBC.com. As president, she is responsible for ensuring Taco Bell continues to deliver same-store sales growth by driving innovation, new store development and digital and technology initiatives.

Since then, Taco Bell has been unstoppable when it comes to getting its message before experience-driven millennials.

Update Feb. 13, 2018: This story has added comment from Yum Brands on leadership at Taco Bell. Before that, he was at sister brand Pizza Hut as vice president of strategy, chief marketing officer, and general manager. Prior to joining Taco Bell, she was principal in the consumer and retail practices in US and Asian markets at The Boston Consulting Group. She also spent seven years at Dell Computer in various finance, brand marketing and corporate sales positions.

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